Immediacy • Radio is on 24/7, reaching over 90% of people age 12 and older every week. • Consumers vary in their stages of the purchase cycle – on-going Radio ads allow your product or brand to be front and center when people are ready to buy, even during off seasons. • Radio reaches consumers close to the time and location of purchase, whether they’re in-store or online shoppers. • Reach listeners in-car when they’re driving to stores, restaurants, etc.

Ubiquity • Radio is a mobile medium, reaching people at home, at work, at play, in cars. • It’s a companion and an advertising force that accompanies advertisers’ customers wherever they go.

Loyalty • “Radio continues to be perceived as central to people’s lives, especially when contrasted with the precipitous decline by other traditional media” – Arbitron/Edison “Infinite Dial”. • Listeners tend to listen to relatively few radio stations and are extremely loyal to their favorites. • Research shows that Radio listeners have a low level of ad avoidance, staying tuned in through commercial breaks. • Because ads can run frequently and listeners tend to stay tuned for long periods of time, a brand that is big in Radio can create a disproportionately large share of mind for itself.

Engaging • Listeners feel an emotional connection with their preferred Radio stations. • Passive forms of advertising merely list merchandise or tell where a product is available, radio is an active medium capable of stirring emotion, creating demand and selling products and services. • Radio is a call-to-action medium.

Intimacy • Approximately 1/3 of TV time is devoted to commercials, about 2/3 of newspapers are comprised of ad copy, and Internet users are now subjected to a barrage of advertising. • With an average of 10 commercial minutes per hour (about 1/5 of each hour), Radio affords an uncluttered environment for advertisers. • Radio ads are always forefront for the listener’s attention – ads aren’t surrounded by competitors’ spots or buried in the back pages.

Synergy • Radio has a “multiplier effect” on other media. • Audio-only medium stimulates a different part of the brain than video, print, online images • Adding Radio increases recall of TV, newspaper, Internet ads. • Radio is proven to drive consumers to advertisers’ web sites.

Frequency • Consumers need to be exposed to ad messages mulitple times before they respond. • Radio’s relatively low cost in relation to other media allows advertisers to use mulitple stations to reach their targets and build frequencty for maximum impact.

Creative Flexibility • Radio stars in the theater of the mind, stimulates emotion-filled images within the listener’s own mind – voices, music, sound effects, recall of video images. • No matter how small or large the advertiser, Radio allows creativity to brand and create a unique identity that consumers will remember. • Affordable production allows tailoring ads for compatibility to various formats, increasing appeal to listeners. • Radio advertisers can adapt quickly to changes in their own situations and marketplace to make sure their dollars are effectively utilized.

Cost Effectiveness • Radio production costs less than TV, print. • Radio is less expensive to buy than most major media, allowing advertisers to afford maximum reach and effective frequency.